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EXCLUSIVE: Sunrise’s ‘retail cultural shift’ helps drive record sales

St. Martin’s crop

Sunrise Medical grew its sales by nearly 20% to over £50m in the year ended 30 June 2018 thanks in part to its individual strategies for each route to market and what it called a “cultural shift” in its retail channel.

The equipment manufacturer, which supplies both the NHS and mobility distributors, has increased sales steadily in the last three years as it has developed its strategies for serving different customer bases.

Ryan Hirst, head of sales and marketing, said that over the last 12 months the group has increased the value of its NHS team and has been able to offer its customers “a broader range of fleet products with enhanced service solutions”.

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“This has led to increased revenue and better relationships. The dedicated retail channel has also undergone a culture shift and has successfully launched the new Q-Series powerchairs.

“Both areas of the business continue to grow under dedicated segment strategies.”

Sunrise recently brought in a range of new measures designed to make the ordering and product configuration process simpler and quicker for retail customers.

It also overhauled and consolidated its powerchair portfolio, rebadging it as the Q-series to make the range simpler for trade customers and end-users to understand.

One of the company’s largest-ever launches saw six powerchairs from the very low-end to the very high-end released, as well as improvements on current models to make them easier for dealers to service and maintain.

The supplier’s Q100, the Q-Series’ entry-level compact powerchair, sold 600 units in its first three months and spearheaded Sunrise’s multiple mobility trade launch events held for its existing dealer network.

According to the company’s annual report, directors feel it has maintained “an acceptable level of service” with its on-time delivery performance across product lines and markets remaining consistently above 90%.

During its last accounting period, operating profits slipped from £2.8m to £1.7m, which is the company’s third drop in operating profits since 2015.

The directors’ report stated that the results in the latest financial year have been “adversely impacted” by the group’s refinancing.

Tags : q-seriesq100sunrisesunrise medical
Joe Peskett

The author Joe Peskett

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